Soft claims unwrapped: How they drive Preadolescents' food choices

Abstract

This study explores the impact of Soft Claims—indirect or vague packaging messages emphasizing a product's healthiness or benefits—on adolescent food choices, addressing a significant gap in consumer research. While prior studies have focused on adults, this research examines the influence of these claims on adolescents aged 12–15 using the Reactivity to Embedded Food Cues in Advertising Model (REFCAM). A within-subject experimental design exposed 565 participants to 60 stimuli across five food categories. Results reveal that Soft Claims significantly increase product selection regardless of healthiness, with no differences observed between emotional (e.g., “Discover the art of enjoyment”) and health-related claims (e.g., “Your most nutritious drink”). Contrary to expectations, gender and perceived income did not moderate these effects, and the presence of claims equally influenced the selection of healthier and unhealthier products. These findings extend the REFCAM model by highlighting the uniform effectiveness of Soft Claims across emotional and cognitive dimensions, suggesting that young consumers process these messages primarily at a surface level. The study underscores the potential risk of a “health halo” effect created by these claims, which could mislead adolescents into favoring less healthy options. This research provides theoretical insights into the mechanisms of advertising susceptibility among younger audiences and practical guidance for policymakers. Stricter regulations are needed to mitigate the influence of misleading marketing practices and promote healthier food choices, contributing to the fight against childhood obesity.